淺析格蘭仕國際化經(jīng)營問題

國際貿(mào)易論文編號:GM051    論文字?jǐn)?shù):8805,頁數(shù):14

目   錄

1.導(dǎo)論 ...........................................2
1.1研究背景及意義................................ 2
1.2國內(nèi)外研究現(xiàn)狀................................ 3
2．格蘭仕國際化經(jīng)營存在的問題 ....................3
2．1品牌發(fā)展受到限制 .............................4
2．2利潤趨薄 .....................................4
2．3技術(shù)創(chuàng)新能力薄弱 .............................4
2．4放棄股票上市 .................................4
2．5規(guī)模效應(yīng)的不經(jīng)濟............................. 5
2．6品牌銷售渠道力的喪失......................... 5
3．格蘭仕國際化經(jīng)營問題的成因分析................ 5
3．1 OEM打壓了自有品牌市場份額................... 5
3．2陷入“比價優(yōu)勢”誤區(qū) .........................6
3.3微利使其失去向研發(fā)環(huán)節(jié)發(fā)展的動力 ..............6
3.4格蘭仕放棄上市的原因 ..........................6
3.5規(guī)模效應(yīng)有限...................................7
3．6以加工為主的戰(zhàn)略難以向銷售環(huán)節(jié)延伸 ...........7
4．格蘭仕國際化經(jīng)營的幾點建議 ....................8
4．1代工分拆另立品牌 .............................8
4．2以科技創(chuàng)新支撐格蘭仕國際化經(jīng)營 ...............10
4.3 適時股票上市推動格蘭仕國際化經(jīng)營 .............10
4．4以體育營銷促進格蘭仕國際化經(jīng)營............... 11
參考文獻 .........................................13
致    謝......................................... 14

摘     要

       在經(jīng)濟全球化迅猛發(fā)展的今天，國際化經(jīng)營的作用日益突顯，它既是全球化發(fā)展的
必然結(jié)果，更是全球化的主要推動力量。而且近些年，隨著經(jīng)營戰(zhàn)略時代的來臨跨國公司的全球化經(jīng)營戰(zhàn)略也開始有所調(diào)整，逐漸變得更為清晰和有攻擊力。這就要求中國企業(yè)在國際化發(fā)展過程中，首先必須制定和選擇正確有效的國際化經(jīng)營戰(zhàn)略，明確國際化經(jīng)營的戰(zhàn)略目標(biāo)和實現(xiàn)途徑，方可實現(xiàn)健康的國際化成長。
國際化經(jīng)營，越來越受到我國企業(yè)的重視。面對加入WTO，我國企業(yè)需要主動迎接更大范圍的挑戰(zhàn)。一個重要的戰(zhàn)略課題就是走出去，在全球范圍樹立自己的形象，在全球范圍內(nèi)實現(xiàn)新的發(fā)展和擴張。本文通過對格蘭仕國際化經(jīng)營存在問題的分析，提出了化解這些風(fēng)險的途徑，也為我國企業(yè)國際化經(jīng)營提出了建設(shè)平性的意見。

【關(guān)鍵詞】國際化經(jīng)營  OEM  規(guī)模效應(yīng) 

Abstract

   With the rapid development of economic globalization, nowadays the function of Multinational Corporation is increasingly salient, which is not only the inevitable result of globalization but also the major impetus of globalization. Recently with the coming of management strategy era, the management strategy of Multinational Corporations begins to adjust, which becomes clearer and more offensive gradually. This demands Chinese enterprises must first set down and select correct and effective international management strategy, and clarify the aim of international management strategy in the process of international development. Only in this way can Chinese enterprises realize the healthy international development. Considering this, this thesis analyzes the international development from the point of view of strategy, and thoroughly discusses the strategic modes and its selection of the international expanding of Chinese enterprises.
More and more enterprises pay their attention to the global management. After joining to WTO, our enterprises should greet wider challenge. An important strategic topic is goes out to set up our own global image, in order to realize further development and expansion in the world. Through analysis on the questions existed in Galanz global management, this thesis proposes the ways for solving these risks, then proposes some constructive viewpoints for our enterprises in their global management.

【Key Words】Global management;   OEM;   Scale effect